Diffusing against mature technology: issues and strategy
Article Abstract:
The classic attributes of diffusion identified by Rogers - relative advantage, compatibility, complexity, trialability, and observability - are a good basis for evaluating the diffusion prospects of a new technology qualitatively. This process may be simplified by evaluating just two primary factors, the relative performance advantage and the degree of operational novelty introduced by the new technology relative to its antecedent. We introduce the concept of operational novelty as a contraction of the innovation attributes of complexity and compatibility. Challenging a mature, established technology with a product based on new technology is risky, although the risk can be moderated by high performance advantage and low operational novelty. A product's performance advantages and operational novelties should be evaluated and compared before a strategy for market introduction is planned. An oblique rather than direct challenge to the established technology may be advised when performance advantage is marginal or operational novelty is high. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1998
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The mothers, fathers, aunts and uncles of invention
Article Abstract:
Inventions themselves require accompanying innovations to deliver the benefits they promise, and the process of applying the inventions within an industrial organization requires a team effort involving patent attorneys, distribution workers, government-affairs workers, marketers, and franchise and license people. Companies must work hard and long at properly applying the inventions, and while many may be discouraged when their first attempts fail, it is essential that they continue to look for new and more effective ways to deliver the benefits implied in the inventions. The diffusion of technological innovations within organizations and industries is examined.
Publication Name: International Management
Subject: Business, international
ISSN: 0020-7888
Year: 1984
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Using key accounts as partners to get to the learning organization
Article Abstract:
The need to adapt efficiently with various technological innovations led business enterprises to take a positive approach towards partnership, not only as a means of expanding profit margins, but underscoring customer service, as well. Strategic alliances proved instrumental in optimizing the competitive advantage of participating firms, ensuring the distribution of tasks and enhancing buy and sell relationships. The trend eventually influenced a real estate publishing firm in Ohio to develop a software designed to create online advertisements of residential real estate.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1998
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